A New Look, New Name, and Renewed Focus
March, 2011
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| The new name and look of Fairtrade Canada |
We are proud to announce that, as of March 15, 2011, TransFair Canada will be known as Fairtrade Canada.
We believe the name Fairtrade Canada more clearly reflects our role as a national Fair Trade certifier, and it also makes our identity as a member of Fairtrade International (FLO) much more obvious.
The name is a natural next step in a process that began when FLO (now Fairtrade International) was first founded by labelling initiatives around the world, including TransFair Canada, and was later followed by the creation of a common certification mark.
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| Old (above) vs new (below). Same standards, just a prettier certification mark. |
The change in name coincides with Canada’s adoption of this very certification mark, and Canadians will begin to see the old black and white mark they’ve come to know and trust give way to the more colourful mark used and recognized throughout the world.
“We’re thrilled to have a name that more clearly reflects what we do and an organizational logo with a more obvious connection to our (new) certification mark,” said Rob Clarke, Executive Director of Fairtrade Canada.
Though the look and name have changed, the commitment to producers and Canadians remains the same. Fairtrade Canada is absolutely focussed on advancing the interests of producers around the world, and our dual functions of certifying products and educating the Canadian public remain unchanged.
Comments
Congratulations!
Great news! And great look! Greetings from Fairtrade International
YES!!!
I can't begin to tell you how happy this makes me. :-D Congratulations on your new look!
Where is our second official language
Yes it is pretty, but why have we gone from bilingual to unilingual?
Re: Where is our second official language
Hi Ian,
This was very important to us as well, and we spent some time negotiating an arrangement with the other organizations who use the new mark.
In recognition that we do indeed have two official languages, it was agreed that companies selling Fairtrade certified products in Canada could use a mark with the term "Certifié Équitable" above or below the usual mark. Companies permitted to use the new mark have already been provided with this bilingual version to use at their option.
Though we're doing what we can to address a seemingly English bias, as you may already know, the mark was developed in Europe almost ten years ago, which constrains our efforts somewhat. Paradoxically, the mark was developed by mostly non-English organizations and has been fully adopted without the use of other languages throughout Europe.
Sincerely,
Michael Zelmer
Director of Communications
Fairtrade Canada
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